2024 Social Media Statistics for Nonprofits

A supplemental post to 101 Digital Marketing & Fundraising Best Practices for Nonprofits, the statistics listed below can guide your nonprofit in creating and maintaining a successful social media strategy.

Facebook

  • Facebook has 3.05 billion monthly active users of which 65% access the site daily and spend an average of 40 minutes per day on the platform. [HootSuite]
  • By 2027, Facebook will reach 75% of the world’s population and is currently the world’s third most trafficked website after Google and YouTube. [Similarweb]
  • 61.7% of its users worldwide are millennials and Gen Z. [Statista]
  • 96% of nonprofits use Facebook Pages. [Nonprofit Tech for Good Report]
  • On average, posts reach 1.4% of their followers on Facebook. [Social Status]
  • Nonprofits post an average of 5.95 times per week to their Facebook Page. [Rival IQ Social Media Industry Benchmark Report]
  • Nonprofits have an average engagement rate of 0.066% on Facebook. [Rival IQ Social Media Industry Benchmark Report]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 98% spend on Facebook. [Nonprofit Tech for Good Report]
  • Facebook/Meta has an average cost per lead of $4.44 compared to $49.28 on TikTok. [M+R Benchmarks Report]
  • Facebook/Meta results in an average return on ad spend (ROAS) of $0.48 for fundraising ads compared to $0.17 on TikTok. [M+R Benchmarks Report]
  • The average cost per donation via Facebook Ads/Meta is $117 compared to $668 on TikTok. [M+R Benchmarks Report]
  • For every 1,000 email addresses, nonprofits have an average of 1,041 Facebook fans. [M+R Benchmarks Report]
  • 37% of nonprofits use Facebook Fundraising Tools. 35% of nonprofits raised more money than they expected while 23% raised less. 32% raised what they expected. [Nonprofit Tech for Good Report]
  • 97% of all Facebook fundraising revenue is donated through Facebook Fundraisers. [M+R Benchmarks Report]
  • Facebook fundraisers who are thanked by nonprofits during the fundraising campaign raise 35% more than those who are not. [Give Panel]
  • 22% of nonprofits utilize UTM codes to monitor website traffic from Facebook/social media. [Nonprofit Tech for Good Report]

LinkedIn

  • LinkedIn has 1 billion registered users of which 48% are monthly active users and 16% are daily active users. Monthly users spend an average of 17 minutes per month on LinkedIn. [The Social Shepherd]
  • 44% of U.S. adults who use LinkedIn earn over $75,000 a year and 51% have a college degree. [Omnicore]
  • 67% of LinkedIn users are millennials, 20% are Gen Z, 12% are Gen X, and 1% are baby boomers. [HootSuite]
  • There are 1 million nonprofits on LinkedIn and 26 million nonprofit professionals. [LinkedIn]
  • 27% of nonprofits worldwide have an official policy to allow staff to work on their LinkedIn Profiles during work hours. [Global NGO Technology Report]
  • 49% of nonprofits use LinkedIn Pages. [Nonprofit Tech for Good Report]
  • 68% of nonprofits post less than once weekly, 15% post once weekly, 8% post once every other day, 6% post once daily, and 3% post twice or more daily. [Global NGO Technology Report]
  • On average, posts reach 3% of their followers on LinkedIn. [Social Status]
  • Nonprofits have an average engagement rate of 1.91% on LinkedIn. [HootSuite Social Media Trends Report]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 17% spend on LinkedIn. [Nonprofit Tech for Good Report]
  • For every 1,000 email addresses, nonprofits have an average of 58 LinkedIn followers. [M+R Benchmarks Report]
  • 42% of US donors use LinkedIn to research nonprofits to support and 26% discover donation opportunities on LinkedIn. [Classy]

Instagram

  • Instagram has 2.4 billion monthly active users of which 500 million access the site daily and spend an average of 24 minutes per day on the platform. [DemandSage]
  • 62% of Instagram users are between the ages of 18 to 34. [DemandSage]
  • 73% of nonprofits worldwide use Instagram. [Nonprofit Tech for Good Report]
  • On average, posts reach 14.9% of their followers on Instagram. [Social Status]
  • Nonprofits post an average of 4.9 times per week to their Instagram account. [Rival IQ Social Media Industry Benchmark Report]
  • Nonprofits have an average engagement rate of 0.623% on Instagram. [Rival IQ Social Media Industry Benchmark Report]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, % spend on Instagram. [Nonprofit Tech for Good Report]
  • For every 1,000 email addresses, nonprofits have an average of 251 Instagram followers. [M+R Benchmarks Report]
  • 13% of nonprofits use Instagram Fundraising Tools. 10% of nonprofits raised more money than they expected from Instagram Fundraising Tools while 57% raised less. 33% raised what they expected. [Nonprofit Tech for Good Report]
  • Instagram is the most commonly used platform for nonprofit influencer campaigns. Of those nonprofits that engage in influencer campaigns, 94% work with influencers on Instagram. [M+R Benchmarks Report]

Threads

  • Threads reached 100 million active users in 4 days – faster than any app in history – 12X times faster than ChatGPT and 55X faster than TikTok. [Backlinko]
  • Threads has 190 million users and 150 million monthly active users. [Backlinko]
  • Threads has an average of 28 million daily active users, surpassing X’s 22 million. [Social Media Today]
  •  62% of nonprofits active on X have started building a presence on other emerging platforms. Of those, 90% are experimenting with Threads, 15% with BlueSky, 13% with Mastodon, and 10% with Discord. [M+R Benchmarks Report]

X

  • X has 619 monthly monthly active users and is the 12th most popular social media platform worldwide. [DemandSage]
  • 39% of X users are between the ages of 18 to 34. [DemandSage]
  • 59% of nonprofits worldwide use X. [Nonprofit Tech for Good Report]
  • Nonprofits have an average engagement rate of 0.07% on X. [Social Status]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 17% spend on X. [Nonprofit Tech for Good Report]
  • For every 1,000 email addresses, nonprofits have an average of 527 Instagram followers. [M+R Benchmarks Report]
  • 13% of nonprofits with active X accounts are planning to leave the platform or sunset the account in some way. [M+R Benchmarks Report]

TikTok

  • TikTok has 1.6 billion monthly active users of which 90% access the site daily and spend an average of 58 minutes per day on the platform. [DemandSage]
  • 69% of TikTok users are between the ages of 18 to 34. [DemandSage]
  • 22% of nonprofits worldwide use TikTok and TikTok currently has the highest organic reach rate of 14.49%, but the lowest engagement rate of 0.47%. [HootSuite]
  • For every 1,000 email addresses, nonprofits have an average of 36 TikTok followers. [M+R Benchmarks Report]
  • 53% of nonprofits spend on social media advertising. Of those that spend on social media ads, 1% spend on TikTok. [Nonprofit Tech for Good Report]
  • TikTok has an average cost per lead of $49.28 compared to $4.44 for Meta platforms. [M+R Benchmarks Report]
  • TikTok results in an average return on ad spend (ROAS) of $0.17 for fundraising ads compared to $0.48 for Meta platforms. [M+R Benchmarks Report
  • The average cost per donation via TikTok is $668 compared to $117 on for Meta platforms. [M+R Benchmarks Report]
  • Up to 19% of TikTok content contains misinformation. [News Guard/Center for Countering Digital Hate]

Our Certificate in Social Media Marketing & Fundraising program covers the fundamentals of social media marketing and fundraising for your nonprofit. Participants will learn how to create a social media strategy, how to craft a content marketing plan, and current best practices for using social media for community engagement and fundraising.

The program requires the completion of three webinars and costs a total of $100 USD. You can attend the webinars live or view the recordings. Learn more & register!